Setting a Vision for the Future

Northumberland County Council serves a population of 0.3 million, spread over a huge geographical area of North East England between Tyneside and England’s border with Scotland.

The council wanted to create a new brand identity that would reflect the evolution and modernisation of the Council’s previous identity. They wanted to retain the proud tradition of the County whilst bringing a contemporary appeal to its distinctive red and yellow flag and then ensure that this became the identifiable symbol for the council.

Col Robertson, Blumilk’s MD and leader of the Blumilk branding team worked closely with the council, he said,

“We understood that the team wanted to roll out brand changes subtly and incrementally. This was never going to be a ‘big-bang’ brand modernisation. History and austerity are running side by side and it was important to retain these elements. However, it was a modernisation process nevertheless.”

The Blumilk branding strategy was to discover, scope and clearly define the business goals and objectives of the council. Then, by working, through a brand story, Blumilk established the brand voice and set the tone of what needed to be achieved. With the vision in place, the process became a creative design exercise out of which evolved a new visual identity.

The launch and gentle roll-out of the new brand identity is now underway and will continue over the coming months and years.

Brand guidelines drawn up by Team Blumilk will help ensure the gradual roll-out is done with the integrity of the identity intact and the tone of the changes safeguarded. The new brand will ultimately be seen and known for years to come.

Blumilk is a specialist branding, campaign and brand positioning agency. Since 2010, Blumilk has completed 27 Major Marketing Strategies and Campaigns for a range of public and private sector businesses across the UK and the Netherlands. Plus, Branding and Brand Development Commissions for 32 UK and global businesses. In addition to 216 Commissions by public and private sector businesses – large, small and micro – across northern England.